AWS looks to reinvent itself, learn from rivals

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Editor's note: Last month, Amazon Web Services hosted its annual conference, AWS re:Invent 2021. There was considerable pre-event buzz this time around. It’s been 15 years since Amazon launched its first “cloud” service—S3, or Simple Storage Service—and this was also the 10th edition of the conference. However, what made it even more significant was the delivery of the keynote by new AWS CEO Adam Selipsky, his first. Selipsky was pushed to the helm in March this year after Andy Jassy was picked to replace Jeff Bezos as the CEO of Amazon.com Inc. Jassy helped start AWS in 2006 and had led the business since then. Selipsky joined Amazon in 2005 and recently returned to AWS after five years at the helm of Tableau, where he helped it reboot its software business to a subscription model and facilitated its $15.3 billion sale to Salesforce in 2019. Before joining Tableau, Selipsky worked with AWS for 10 years and was seen as Jassy’s right-hand man all along. In the 15 years since AWS was launched, the cloud has enabled a fundamental shift in enterprise computing …